USC Annenberg Center for Public Relations' Global Communications Report polled PR professionals, members of the press, and the general public in the US.
93% of participants increasingly spend more time managing an expanding range of controversial topics as new socio-political turmoil and challenges emerge. Moreover, 73% of respondents expect their companies to enhance public engagement around one or more controversial topics in 2022.
Also, the occasional engagement with the activist groups when developing a new policy for their company or clients has increased threefold in three years, according to 30%. 77% of PR pros view the present climate of polarisation as a challenge to their organisation’s communication goals, as well as the country’s.
75% believe polarisation makes it difficult to communicate effectively on crucial issues, and 73% think polarisation increases the likelihood of employee alienation. Political instability is seen as a potential risk to their company's business in 2022 by 29% of respondents. However, 57% believe their organisation has adequate data to make decisions about how and when to engage in complicated social debates. Also, 85% believe the private sector can lower polarisation in the U.S.
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